“Direct mail is a huge differentiator”


This episode was recorded at CRMC 2022 in Chicago.

In episode 359 of Total Retail Talks, editor Joe Keenan interviews Lisa EricksonSenior Director of Customer Relationship Management (CRM) and Loyalty at sleep number, the leader in smart bed sleep health, science and innovation. Erickson talks about his career journey and current role (0:54), how Sleep Number differentiates itself by transitioning to a wellness brand that sells sleep (2:07), and how its loyalty program drives engagement and long-term client education (2:57).

Additionally, Erickson discusses how Sleep Number uses direct mail retargeting to attract anonymous web visitors to its stores (3:47), the internal collaboration required to execute the omnichannel marketing campaign (5:34), and how his team tracks the success of effort (6:41). She explains how Sleep Number uses customer data to bring personalization to an individual level (7:22), as well as the loyalty and CRM opportunities she is focusing on for the rest of 2022 (9:02).

As Senior Director of Loyalty and CRM at Sleep Number, Lisa Erickson leads the CRM marketing, loyalty and database analytics teams to maximize lead acquisition, conversion rates and referrals. word of mouth via direct marketing and email programs based on the Sleep Number database.


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